The new book Viherpesuopas (“Greenwashing Guide”) is a sarcastic but ultimately constructive look at corporate attitudes toward environmental and social issues, which has received substantial media attention since its publication in Finnish in May, 2022. Translations, including English, are coming soon. This presentation captures the 10 key points from the book.

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GREENWASHING
FOR DUMMIES
Greenwashing for Dummies 1

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We are three marketing
professionals who got tired of
all the fluff about brand purpose
and how companies were trying
to greenwash themselves to be
better without really changing
anything how they do.
We know all the tricks in the
book so we wrote a book on
how to detect greenwashing
(and other types of wash
programs as well).

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Book is now available in Finnish
(Tolkien got inspired by it for Lord
of the Rings).
First edition is already sold out
and we have been weekly guests
in the Finnish media.
Translations, including English, to
follow soon.
Ten key points from the book on
the following slides.

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GREENWASHING
FOR DUMMIES
10 KEY POINTS
Greenwashing for Dummies 4

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1. More and
more is
expected
from brands.

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2. Brands
often talk
about their
good deeds
without truly
changing
their
behavior.

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3. Spotless
brands are
not
believable.
The age of
the hero
brand is
over.

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4. Your
personnel is
your most
demanding
audience.

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5. Everyone is
an influencer or
at least under
the influence.

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6. Ad agencies
should focus on
making great ads,
not pretending to
save the world
through preachy
“purpose” work.

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7. Sustainability
communications
is not
sustainable.

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8. People can
only boycott
brands they
buy.

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9. Brands have
double
standards in
dealing with
authoritarian
governments.

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10. The new
normal is just
plain weird.

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Summary
Sustainable business is great business.
Time for greenwashing is over.
This is the moment to truly get rid of your dirt.

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THE END
WRITERS: ANTTI ISOKANGAS, JANI NIIPOLA, RIKU VASSINEN
ILLUSTRATIONS: RAMI NIEMI
Greenwashing for Dummies 16